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P&G seeks startups for reinventing brand building in Latin America

Deadline: December 31, 2020

If you would like to submit a solution, please go to the P&G Innovation Brief Response Form https://bit.ly/32DQ8TK to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.

Business Background:

Major CPG brands are beginning to envision the future of advertising, wherein they need to develop more experiential and seamless ways of engaging consumers. Today, over 70% of TV viewers indicate that they fast forward through ads. Over 40% of millennials use ad blockers and an increasing number of consumers are subscribing to OTT services that have no advertising. Moving forward, brands will need to change their approach from creating ads that block/annoy consumers from getting to content to becoming a seamless part of the content and experience itself. P&G Brands have started to define and drive new expectations of ad experiences that create new and positive consumer experience not one that drives consumers away.

This brief is focused on exploring emerging approaches and technologies that are being used as part of this evolution and understanding the new ways brands are engaging with consumers.

Business Challenge / Needs Definition:

P&G Brands (Pantene, Tide/Ariel, Olay, Pampers, Always, Gillette etc ) are interested in exploring the future of advertising and rethink how our company engages consumers in a World Without Ads. We want to partner with new solutions and surface how modern brands are using alternative models/experiences powered by the Startup Ecosystem Invent tomorrow, piloting solutions today.

This challenge includes surfacing how modern brands are using alternative advertising models and brand experiences to be more useful and interesting as well as the startups and technologies powering them. Specifically, in four domain areas – Gaming/eSports, Social Commerce, Native Advertising/Dynamic Creative, New Ad Models.

The pilot region will be Latin America and pilot activations will initially be focused on Mexico, Brazil, Colombia & Argentina. As we know it today, Latin America represents a great ground for learning – For example, 9 in 10 Brazilians alone have Internet access and are buying goods within social commerce platforms as WhatsApp. In Addition, Latin America is the market with the highest growth trend worldwide and is expected to have almost 350 million users by 2021.

Relevant Technology Domains May Include, but are not Limited to, the Following:

  • Gaming & eSports
  • Content Innovation & Automation
  • Personalization
  • Dynamic Creative
  • Influencer & Affiliate Selling
  • Networks
  • Dynamic Creative
  • Digital Signage
  • Social Commerce (WhatsApp, etc) & Advanced Social Selling
  • Virtual/Augmented Reality
  • New Ad Models
  • AI Advisors & Chatbots
  • Gamification
  • Future of Key Opinion Leaders (KOLs) & Influencers
  • Content Creation / Monetization
  • Native Advertising

The Ask:

If you have ideas and supporting technologies that you believe can deliver disruptive services & solutions to this challenge, we want to hear/partner with you. Where there is a good fit, we are looking to drive agile in- market pilots in Latin America with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed by our team.

Deadline: December 31, 2020
Posted on: November 19, 2020

If you would like to submit a solution, please go to the P&G Innovation Brief Response Form https://bit.ly/32DQ8TK to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.

Business Background:

Major CPG brands are beginning to envision the future of advertising, wherein they need to develop more experiential and seamless ways of engaging consumers. Today, over 70% of TV viewers indicate that they fast forward through ads. Over 40% of millennials use ad blockers and an increasing number of consumers are subscribing to OTT services that have no advertising. Moving forward, brands will need to change their approach from creating ads that block/annoy consumers from getting to content to becoming a seamless part of the content and experience itself. P&G Brands have started to define and drive new expectations of ad experiences that create new and positive consumer experience not one that drives consumers away.

This brief is focused on exploring emerging approaches and technologies that are being used as part of this evolution and understanding the new ways brands are engaging with consumers.

Business Challenge / Needs Definition:

P&G Brands (Pantene, Tide/Ariel, Olay, Pampers, Always, Gillette etc ) are interested in exploring the future of advertising and rethink how our company engages consumers in a World Without Ads. We want to partner with new solutions and surface how modern brands are using alternative models/experiences powered by the Startup Ecosystem Invent tomorrow, piloting solutions today.

This challenge includes surfacing how modern brands are using alternative advertising models and brand experiences to be more useful and interesting as well as the startups and technologies powering them. Specifically, in four domain areas – Gaming/eSports, Social Commerce, Native Advertising/Dynamic Creative, New Ad Models.

The pilot region will be Latin America and pilot activations will initially be focused on Mexico, Brazil, Colombia & Argentina. As we know it today, Latin America represents a great ground for learning – For example, 9 in 10 Brazilians alone have Internet access and are buying goods within social commerce platforms as WhatsApp. In Addition, Latin America is the market with the highest growth trend worldwide and is expected to have almost 350 million users by 2021.

Relevant Technology Domains May Include, but are not Limited to, the Following:

  • Gaming & eSports
  • Content Innovation & Automation
  • Personalization
  • Dynamic Creative
  • Influencer & Affiliate Selling
  • Networks
  • Dynamic Creative
  • Digital Signage
  • Social Commerce (WhatsApp, etc) & Advanced Social Selling
  • Virtual/Augmented Reality
  • New Ad Models
  • AI Advisors & Chatbots
  • Gamification
  • Future of Key Opinion Leaders (KOLs) & Influencers
  • Content Creation / Monetization
  • Native Advertising

The Ask:

If you have ideas and supporting technologies that you believe can deliver disruptive services & solutions to this challenge, we want to hear/partner with you. Where there is a good fit, we are looking to drive agile in- market pilots in Latin America with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed by our team.

Process Overview:

  • Complete the P&G Innovation Brief Response Form - see link above.
  • All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
  • If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, to provide a demonstration of your product.
  • If contacted for next steps, additional detail on the client needs will be provided during at that time, as well as additional information on the review, selection and reward process.
  • You can send any specific questions to submissions@pilot44.com
  • Process Overview:
    • Complete the P&G Innovation Brief Response Form - see link above.
    • All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
    • If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, to provide a demonstration of your product.
    • If contacted for next steps, additional detail on the client needs will be provided during at that time, as well as additional information on the review, selection and reward process.
    • You can send any specific questions to submissions@pilot44.com

Disclaimer:  MIT Startup Exchange provides introductions that ideally provides open ended discussions in order to share mutual interests and potentially create common ground that incite the parties to collaborate. MIT Startup Exchange introductions may eventually lead to mutual partnerships, but that is not in any way guaranteed by MIT, MIT Corporate Relations, MIT Industrial Liaison Program (ILP) or MIT Startup Exchange, which take no responsibility for the outcome of such discussions and takes no formal part in such discussions following our introduction. MIT Startup Exchange and its activities and events are not for purposes of soliciting investment or offering securities.